Du lịch ngày nay đã trở thành một ngành kinh tế có tốc độ phát triển nhanh và chiếm vị trí quan trọng trong cơ cấu kinh tế của nhiều quốc gia. Việt Nam được biết đến với nhiều danh lam thắng cảnh nổi tiếng được UNESCO công nhận. Vì vậy, Việt Nam đã và đang là điểm đến lý tưởng của bạn bè và du khách quốc tế. Năm 2021, đại dịch Covid19 đã ảnh hưởng nặng nề đến mọi thành phần kinh tế của Việt Nam cũng như nhiều quốc gia trên thế giới, trong đó có ngành du lịch, khiến việc tiếp xúc giữa các quốc gia bị hạn chế. Xu hướng đi du lịch của người dân chủ yếu là đến các điểm du lịch gần, giao thông thuận tiện giảm chi phí, các tour du lịch ngắn ngày là sự lựa chọn của du khách trong giai đoạn này. Khách hàng từ các nước khác không thể du lịch tại Việt Nam do lệnh cấm vận của ngành hàng không. Còn đối với khách hàng lưu trú tại Việt Nam có thể lựa chọn sản phẩm du lịch của công ty MTV VietNamtravel để trải nghiệm.
PROFESSIONAL BACHELOR OF MARKETING AND SALES MANAGEMENT COURSE 2018-2021 INTERNSHIP REPORT TOPIC Develop trade promotion campaign for domestic tour of international tourism joint stock company MTVVietNam Name: NGUYEN THANH HANG Class: CN15-MAR1 Tutor in University Tutor in enterprise Mrs Corinne MONTOYA Mr DOAN Ngoc Tung Mrs NGUYEN Duong Mrs BUI Lan Phuong Hanoi- 2021 PROJECT : Develop trade promotion campaign for domestic tour of international tourism joint stock company MTVVietNam Full name : NGUYEN Thanh Hang Class : CN15-MAR1 Name Company: MTVvietnam international travel joint stock company * Tutor in University Mrs Corinne MONTOYA Mrs NGUYEN Duong Mrs BUI Lan Phuong * Tutor in Company Mr Doan Ngoc Tung ACKNOWLEDGEMENTS Reason for choosing the topic: Tourism today has become a fast-growing economic sector and occupies an important position in the economic structure of many countries Vietnam is known for many famous scenic spots recognized by UNESCO Therefore, Vietnam has been, is an ideal destination for friends and international tourists In 2021, the Covid-19 pandemic has significantly affected all economic sectors of Vietnam as well as many countries around the world, including the tourism industry, making contact between countries limited The tendency of people to travel is mainly to tourist attractions near, convenient transportation to reduce costs, short-term tours are the choice of tourists in this period Customers from other countries cannot travel in Vietnam because of the embargo of the aviation industry As for customers staying in Vietnam, they can choose tourism products of MTV VietNamtravel company to experience Understanding the actual situation, since then I have the idea to contribute some of my knowledge to MTV Vietnam International Travel Joint Stock Company in this internship During my study and internship, I clearly realized the role of the group in the company's promotion strategy Realizing that the company's marketing activities still have many shortcomings, marketing is a decisive factor to the success or failure of the company, I decided to choose and write about the following topic: "Develop trade promotion campaign for domestic tour of international tourism joint stock company MTVVietNam.” Due to the impact of the covid epidemic, international flights have been stopped, so the company has focused mainly on the domestic market and invested in domestic tour products Hue - Da Nang Research objectives Research question: - In fact, how is the Hue - Da Nang domestic tour product being promoted? Adjusting to develop effective promotion for Hue - Da Nang domestic tour products Research scope - In order to limit the scope of the study according to the set objectives, the thesis focuses on analyzing and evaluating factors that fall within the scope of: - Research location: MTV Vietnam Travel Company Research activities: focus on studying the operation of tourism companies through promotion policies Research period: Comparative data taken in 2021 from the company's finance department And data of costs and revenue in the period from March 2020 to June 2021 to analyze the effectiveness of the proposed promotion policy Research Methods The article uses the following research methods: - Practical observational research method, customer survey: observing how the staff take care of customers, how to make advertising programs for the domestic tour products in the Central region Information collection method: collect data of the company, competitors at the branch, and collect more information on the internet Analytical methods, comparing data according to absolute and relative criteria, comparing with some criteria of competitors - • Dissertation layout Chapter 1: ABOUT MTVVietnamtravel COMPANY and marketing analysis Chapter 2: INTRODUCTION OF HOME TOUR PRODUCTS Chapter 3: Promotion status Chapter 4: Solutions, suggestions Chapter 5: General assessment TABLE OF CONTENTS CHAPTER I: INTRODUCTION ABOUT MTVVIETNAMTRAVEL AND MARKETING ANALYSIS .6 1.1 Brief Introduction of the Company .6 1.1.1 Company background 1.1.2 Company strategic vision .7 1.1.3 Company Mission 1.1.4 Business areas 1.1.5 Company Overview 1.2 Marketing analysis 1.2.1 Macro environment ( PESTE ) .8 1.2.2 Micro environment .11 1.2.3 SWOT model 16 CHAPTER 2: INTRODUCTION OF HOME TOUR PRODUCTS 17 2.1 Brief introduction of domestic products 17 CHƯƠNG : THE SITUATION OF WOMAN PROMOTION 18 PART I: WORK DESCRIPTION 19 3.1 Internship Objectives 19 3.2 Job description .19 3.3 Promotional activities carried out by the company .28 3.4 Evaluate the effectiveness 28 CHAPTER 4: SOLUTIONS, PROPOSED 29 4.1 Proposing some solutions for the company 30 4.1.1 Proposing Solutions for products and services 30 4.1.2 Proposing Solutions for Promotion 30 4.1.3 Solution for customer care 30 4.2 The recommendations have been directly applied by the company: .31 CHƯƠNG : GENERAL ASSESSMENT 33 5.1 Contributing to the company’s activities .33 5.2.1 Practical kbowledge gained 33 5.2.2 Professional experience gained .34 TABLE OF CONTENTS ACKNOWLEDGEMENTS TABLE OF CONTENTS Table: Business performance from department of finance-accounting Table: Swot analysis Table : PACKAGE PRICE VND (~EURO) / CUSTOMER ONLY Table: Evaluation of effectiveness LIST OF PICTURE Picture Logo of Campany Photo 2: Recommend customer reviews to the company Picture poster Hue - Da Nang Facebook post photo Photos posted on the website New poster photo INTRODUCTION INTRODUCTION In the context of the global economy, Vietnam is making the greatest effort to join rich countries and become a big country in the world Today, with the development of industrialization and modernization of the country, tourism has become one of the spearhead industries that bring great economic and cultural values to Vietnam Vietnam's tourism is increasingly developing and plays a great role in the Vietnamese economy This has led to the establishment and improvement of many travel agencies in Vietnam Among the companies, Tourism Company "MTV VietNam Travel" in Hanoi city has made many contributions to the development of tourism in Vietnam and is becoming a reliable destination for domestic and foreign tourists As a student majoring in Marketing at the University of Commerce, I had the opportunity to study and work at the Travel Company "MTV VietNam Travel" during my internship This is a valuable opportunity for me to practice my knowledge, communication skills and learn from experience and soft skills from the brothers and sisters in the company I personally think the company is an ideal organization where Marketing students can gather information and gain valuable work experience CHAPTER I: INTRODUCTION ABOUT MTVVIETNAMTRAVEL AND MARKETING ANALYSIS 1.1 Brief Introduction of the Company Picture Logo of Campany 1.1.1 Company background MTV VietNam travel is one of the travel companies specializing in organizing domestic tours Established on 23/07/2014 Up to now, the company has been in business for nearly years in the field of travel With a force of over 50 instructors, we focus on investing in training, carefully selecting and enhancing ethical and professional training for each member Each tour is completed, the satisfaction of guests is a great joy and encouragement for us to continue to conquer new challenges Business name: Vietnam MTV International Travel Joint Stock Company International name: MTV Vietnam Travel Head office address: No 19, lane 50, Nguyen Huu Tho street, Hoang Liet ward, Hoang Mai district, Hanoi city, Vietnam Transaction office: 5th floor – 181 Dai Tu – Dai Kim Ward – Hoang Mai District – Hanoi City 1.1.2 Company strategic vision Become one of the leading travel brands in Vietnam Developing in accordance with the trend of integration, sustainability, business efficiency with cultural values of Vietnam MTVvietnamtravel brings true values to customers by providing high quality products and services, meeting all requirements of travel, sightseeing, relaxation and fun activities at affordable prices reasonable 1.1.3 Company mission Mission: To innovate and develop high quality tourism products and services to meet the diverse and rich needs of domestic and international customers Responsibility: Ensuring the values and benefits of customers as well as satisfying the needs of safety in the travel service industry when customers use products of MTV Travel 1.1.4 Business areas As a provider of tour packages, car rental services and passenger transport business under contract develop practical application skills in the process of serving tourism: beach team, campfire, gala dinner…MTV Vietnam Travel has become a reliable partner for businesses and agencies in various fields of activity mine 1.1.5 Company Overview From 2014 to 2020, MTV Vietnam Travel has served about 150,000,000 customers Table: Business performance from department of finance-accounting ( years) Year 2018 2019 2020 Revenue 932,706,117,999 VND ( 33955819,12 Euro ) 1,043,545,494,900 VND ( 37991004,22 Euro ) 835,061,019,420 VND (30400980,95 Euro) Facilities: Facilities can be divided into two broad categories: tools needed for the service and the environment in which the service takes place: The tools needed for the service include all the objects, furniture, or machines intended to be used by employees or customers That environment includes all that surrounds the appliances It is the location, the houses in the scene and the managers and services performed there In addition, MTV VietNamTravel also owns a large number of passenger bus routes to facilitate the transportation of passengers Connect with many hotels in all provinces across the country such as Hanoi, Hai Phong, Ho Chi Minh, Hoa Binh, Da Nang, Liaise with airlines (VietNamAirLines, …) to perform ticket booking services for domestic and international travel needs based on registered services Staff: Including the executive board and 50 tour guides The personnel and sales associates amount to about 120 employees Capital: Registered charter capital: 730493.89 Euro Charter capital actually contributed: 730493.89 Euro 1.2 Marketing analysis 1.2.1 Marco invironment ( PESTE ) Demographic - Young people (15-30 years old): mainly students, students, office workers who love to experience they like to explore new lands, like to affirm their personal ego Mainly people in this age group have high demands on spiritual life, want to enjoy life Their average income is about million / month - 20 million / month - Age 31 - 59: need to relax and enjoy The demand for a life to enjoy after each stressful working time of each person is increasing, so the choice of a place to relax through combos and tours is increasing Also they can enjoy together with their family members Their average income is about 21 million/month to 50 million/month => From there, we can see that with the need to relax, enjoy and experience at the age of 31-59, it is suitable for Hue - Da Nang tour with an affordable price of 151 Euros for days and nights Save a lot of money during the pandemic Nature In Vietnam, there are four main seasons: spring, summer, autumn and winter Through four main seasons, MTVvietnamtravel has chosen the right destination to ensure customers always have the best experience MTVvietnamtravel has combos, seasonal tours for customers to go to places suitable for the seasons of the year, mainly summer in coastal areas such as: Sam Son, Cua Lo, Phu Quoc, and the summer season In the east, there are famous tourist destinations such as Sapa, Da Lat, Tam Dao, Ha Giang, Low season such as spring and autumn has stimulus programs to reduce prices on products in combos, tours, hotels as well as air tickets Especially during the covid-19 season, the stimulus programs and discounts are increased more strongly to serve and attract tourists With tour Hue - Da Nang is in the typical tropical monsoon climate with high temperature and little fluctuation This is a transitional place, alternating between the northern and southern climates with the outstanding climate characteristic of the tropical south So if you want to have a cheap trip and don't need to swim a lot, January - April is a good time Going at this time is probably also a smart choice because the air in Hue - Da Nang is also quite cool at this time Moreover, there are no storms at this time, especially at this time, the service price is much cheaper than going in June - August Economy - In 2020, due to the impact of the Covid-19 pandemic, Vietnam's tourism suffered the heaviest losses of all economic sectors Tourism lost about 23 billion USD because the number of international visitors to Vietnam decreased by 80% (compared to 2019) However, Vietnam's tourism GDP in 2020 continues to grow by 2.4% and continues to recover strongly in 2021 with a growth rate of 6.5% "when economic activities at home and abroad return to normal " By the end of October 2020, Vietnam recorded nearly 23.5 billion USD of foreign investment in new projects and poured capital abroad In 2021, not stopping at 6.5%, many international organizations even believe that Vietnam's economy can achieve a growth rate as high as 6.8%, even over 7% Growth forecast compared to the previous forecast of 8.1%, Vietnam's economy can reach 7.6% growth in 2021, mainly because the recovery of the tourism industry is still prolonged => Due to the covid-19 epidemic, the number of domestic tourists also decreased by nearly 50% in 2020 … However, until now, tourists also pay more attention to the value of the trip than just the price With border restrictions changing by the minute, anxiety related to flight cancellations suggests flexibility will be an important factor, with 71% of Vietnamese travelers saying platforms Travel needs to enhance value by increasing transparency about cancellation policies, refund processes, and trip insurance options => MTVvietnamtravel always looks back at the limitations, finds opportunities in challenges and has solutions for sustainable development in the new period Therefore, the company always guarantees customers absolute safety and meaning during the trip, in addition, the company will have policies to cancel and refund customers if the disease flares up again Cultural Cultural tourism mainly relies on cultural products and traditional national festivals to attract tourists from all over the world For foreign customers, they want to experience Vietnam's tourist areas with many new things, from wild ancient to modern, Vietnam's tourism industry always gives them the best experience, They are potential customers for Vietnam's tourism industry Hue is romantic, dreamy and peaceful Referring to Hue, people often immediately think of majestic and majestic palaces and temples Besides, there are famous scenic spots such as Truong Tien Bridge, Perfume River, Ngu Mountain or Thien Mu Pagoda Hue always brings many new and interesting experiences that visitors can hardly forget With the culture in Da Nang, it is also very suitable for you to have the opportunity to enjoy the artistic fireworks of the participating teams from many parts of the world, which usually takes place around the end of April and the beginning of May (on the 30th of May) April and May 1) every year Itinerary days nights You are enough to experience this place with the most memorable memories => With the typical cultural features of different regions, it has attracted both foreign tourists and domestic customers in Vietnam to Hue - Da Nang, bringing satisfied experiences so the cost that tourists spend is always suitable for each trip that customers choose This makes Vietnam's tourism industry always develop sustainably and grow stronger Law To behave in a civilized manner, to respect local customs, practices and cultural identities, to protect and preserve tourism resources and tourism environment; does not cause damage to the national image and national cultural traditions of Vietnam Several laws were introduced: * Article 8/2017 Law on Tourism: Protection of tourism environment => The company is responsible for collecting and treating all kinds of waste generated in business activities; overcome the negative impacts caused by their activities on the environment; take measures to prevent and combat social evils in their business activities => Customers are responsible for protecting and preserving the landscape, environment, cultural identity, customs and practices of the nation; have civilized and polite behavior in order to enhance the image of the country, people and tourism in Vietnam 10